In Pepsi online contest, vote tallies questioned

January 06, 2011

Good fortune, if not magic, shined on Carol Schultz's Guardian Angels Feline Rescue in October.

The South Elgin cat shelter won $50,000 in the Pepsi Refresh Project, a monthly online voting contest, by clinching one of the top 10 slots in its category. Schultz planned to spend some of the money on an addition to her home to accommodate the growing number of felines she said people leave on her lawn.

But now, Schultz is having to defend herself against accusations about how the shelter got those votes. Ann Goody, the curator of Three Ring Ranch Exotic Animal Sanctuary in Hawaii -- it finished in 11th place, one spot outside the prize money -- is sharing e-mails apparently from Schultz acknowledging paying an overseas contact to boost her totals.

Schultz issued a response, saying that she "found myself making stuff up to get (Goody) off my back." In an earlier interview, Schultz told the Tribune she didn't know the proprietor of the overseas firm, referred to by some as "Mr. Magic," and did not make any payment to him. Schultz also called Goody "a sore loser."

Similar voting controversies have cast a pall over what at first blush appears to be an innovative, democratic way to hand out millions of dollars for worthy projects.

Goody said Pepsi should either "clean (the project) up or shut it down."

Pepsi spokesman Peter Land said vote-buying tactics would, at the very least, violate "the spirit of the project."

It remains unclear how votes were brought in for the charities. Pepsi has strict rules against Internet proxy voting and using dummy e-mails to boost totals. Plus, the way grant money is spent has to be disclosed.

Still, Pepsi officials say, there have been efforts to get around the rules of the contest and votes have been scratched because of fraud. The soft drink giant said it is doing all it can to keep the contest on the up and up. On Thursday, the Pepsi Refresh Project responded to the brouhaha on its blog, with a post titled "Maintaining the Integrity of PRP Voting." A company official said it will investigate the latest allegations.

At least 11 Chicago-area charitable projects have won money in the Pepsi contest since it started last February.